In an attempt to revive sagging sales, Smart USA is now offering a nifty gimmick: the small two-seater can be painted any color you like. But what's more likely to reel in customers: personalization or electrification?
On Monday, German Chancellor Angela Merkel will hold a summit on the electrification of the automobile, with senior executives from the major German auto companies, as well as utilities and the high-tech sector. Germany doesn’t want to be left out of a potential electric car revolution. In the pre-coverage of the event, the widely circulated German weekly Der Spiegel suggests that the attention given to electric cars is more about publicity and political maneuvering than about a real shift to greener automotive technology.
As the Bard might have put it, “That which we call an all-electric emissions-free vehicle, by any other name would drive as sweet.” To gain mainstream acceptance by mainstream car buyers, electric cars will face all kinds of real economic and technical challenges—such as limited driving range, hefty price premiums, and lack of charging stations. But a car company’s first task in marketing an electric car or plug-in hybrid is coming up with a name that gives a sense of a bold new step in automotive technology, yet one that is not too strange or off-putting.
Industry analysts believe micro-hybrids—the most practical and affordable form of gas-electric technology—will exceed all other forms of hybrid technology. In 2010, more than 1 million vehicles could use micro-hybrid technology, which offers about a 10 percent improvement in fuel economy. But the technology has been ignored in the United States.
In automotive circles, the name ‘Brabus’ does not evoke images of small, fuel-efficient cars. Just the opposite. The renowned German performance tuner is famous for turning high-end European automobiles from Mercedes and BMW into vicious street machines. So when SmartUSA recently teamed up with Brabus, there appeared to be a disconnect.
The newest version of the electric Smart, set for demonstration projects in the US and Germany, will use lithium ion batteries that should give the car close to 100 miles of range.
If the diminutive Smart car is going to succeed in America, it will need to make a strong showing in New York City—where driving distances are minimal and parking opportunities are scarce. But according to recent New York Times reviews of the Smart Fortwo, the cute little two-seater from Mercedes is already dead in the water.
More than 30,000 customers have placed an order for the ultra-hip high-mpg Smart ForTwo. These customers left a refundable $99 deposit, but have been left in the dark about when their cool cute car will arrive. That wait could be one year or longer.
